A poster is turned into the world’s biggest toaster in order to dramatise the 'great performance' message. The poster has the same rectangular shape as a toaster. It is lit up by the fluorescent tubes on top. These fluorescent tubes are integrated into the picture of the toaster; as a rack for bread rolls. Two fake bread rolls are placed on top of this rack. The poster is thus reinterpreted and its purpose changed.

With approx. 40,000 contacts per day, the poster led to an increase in sales of almost 25% during the time the poster was on display. However, production costs for the poster amounted to just 9% of the increase in sales.